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@Dammit
I think that something that could not be confused with anything else would be better?
Critical mass, to the non-cyclists just pisses people off, so it might confuse the message to associate the two.
I think we need to avoid preaching to the converted.
The bill-board idea is good, I think it would be better if it could be official however- which would require sponsorship from (possibly) bike companies, bike shops, TFL etc.